Protect This House
09.14.2023

When In Doubt, Protect This House

Under Armour teams up with superstar wide receiver, Justin Jefferson, and legendary record producer, London On Da Track, to drop the soundtrack of the season

The game might still look the same as it did 20 years ago, but the mindset and motivations behind the most elite athletes have changed. Today’s generation of athletes see culture, sports, and music as one, and go all-in and all-out for something bigger than themselves: their team. Six months after Protect This House officially re-entered the global sports vernacular, Under Armour has teamed up with Minnesota superstar wide receiver, Justin Jefferson, and legendary record producer, London On Da Track, to record and release a new iteration of the iconic rallying cry to show the world what it really feels like to be an elite athlete in today’s game. Together, Justin, London, and UA seek to capture the spirit and excitement of a new sports season by releasing a soundtrack dedicated to teams heading into battle.

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“Protect This House is iconic. It means a lot to me to be part of it with Under Armour and work with London On Da Track, one of the top producers in the world, to record a custom version of the chant that captures what I’m about and will hopefully get a new generation of athletes hyped up. Music and football are so connected–this is a perfect combination of the two and something I’m very excited about.”

Justin Jefferson

Protect This House

The new Protect This House track will be released along with a range of digital content, including a hero film featuring Justin Jefferson and London On Da Track, shot in Justin’s hometown of Saint Rose, LA, a suburb of New Orleans, and at his alma mater Destrehan High School. The NOLA HOTBOY$– a 7v7 football program founded by Justin and sponsored by UA, dedicated to servicing young men throughout the Greater New Orleans area–are also heavily featured in the film. Directly inspired by Justin’s story, experiences and the culture of Louisiana, the film takes viewers on a journey from the recording studio, to Justin’s hometown locker room and football field, and even pays homage to the nostalgia of high school homecoming. It showcases the house that Justin protects and encourages others to protect theirs.

Protect This House
Protect This House
Protect This House

The hero film premieres on Thursday, September 14th on Amazon Prime when Justin and Minnesota take on Philadelphia. The film will be teased in the first and second quarters, then shown in full during the 2-minute warning just before halftime. The hero film and additional digital content will continue to be available on Amazon Prime after its premiere, as well as on Instagram, TikTok, and Snapchat so athletes can view, listen to and share it throughout the season.  

“Our new Protect This House track is an anthem. I wanted it to be something that everybody, not just athletes, could turn up to–with some Louisiana flair baked in. We’ve got trumpets, horns, and 808 beats. When people hear this track, they’re going to get fired up to go win a game or conquer whatever challenge is ahead.”

London On Da Track

This new Protect This House track comes on the heels of Justin Jefferson’s official re-signing with Under Armour. Justin is arguably the top receiver in the league and has worked with UA since 2020 on product innovations, UA Next Camps, and giving back to youth football by mentoring the next generation of athletes. Earlier this summer, Justin participated in UA Next’s Future 50, which gathers 50 of the best high school football players at the IMG Academy in Bradenton, FL. There, he armed these young athletes with exceptional insights, strategies, and advice on ways to elevate their game during workshops, workouts, and 1:1 conversations.

“I love working with Under Armour. Continuing our partnership will allow us to continue giving back to youth football players with similar backgrounds as me. I want to show young athletes that anything is possible–no matter where you’re from, what school you go to, what the recruitment process is like, it’s all about hard work and making a name for yourself.”

Justin Jefferson

In addition to camps and mentoring, Justin’s continued partnership with UA allows him to be involved in product innovation. He can be seen in the hero film wearing soon-to-be-released “Jet Fuel” UA SlipSpeed Training Shoes, as well as UA Unstoppable Fleece Full-Zip and Joggers, which consumers can shop now on UA.com. Throughout this football season, Under Armour is also outfitting Justin with custom pregame cleats and footwear. Fans can keep an eye on UA.com for limited drops and releases of some colorways throughout the season.

Protect This House
Protect This House
Protect This House

Between his off-the-field style, and on-the-field talent and swagger, Justin is unstoppable - his celebratory gritty and league-leading stats speak for themselves. This, and so much more, makes him the perfect athlete to represent the latest generation of Protect This House, leading today’s young athletes into battle. 

 

Sports, music, and culture are interconnected and inextricably linked. This new twist on the anthemic PTH chant combines all three and aims to inspire the next generation of athletes by serving as the soundtrack to their season–in the locker room, on the field, in their headphones at the gym, in the training room and beyond.